SELF MADE Stella & Dot’s Jessica Herrin’s success gems

Founder of Stella & Dot JESSICA HERRIN, 45, has racked up $300 million in sales. Here’s how she did it...

Trust in yourself beyond reason When I set up Stella & Dot [a San Franciscobased fashion and accessories brand, then called Luxe Jewels] 15 years ago, I was employed as a marketing manager, so I worked on it at home at weekends. When my daughter was born a year later, I quit my job and focused entirely on reaching more customers. People told me it wouldn’t work – they said the business model was outdated [Stella & Dot’s products are sold at pop-up events at customer’s houses, as well as online]. I had to believe in myself beyond reason. And being in customers’ living rooms actually helps us in the design process: we know them, and from that we can create products that they want. Use your naivety When I was pitching my first business idea I was explaining to a seasoned entrepreneur why it would work. He said he envied me because I was so naive that I just saw this one obstacle of getting funded, without thinking about the others right behind it. But I thought to myself, “I’d rather be a naive fool than too tired to even try.” I can gain wisdom without losing optimism, and that’s been the focus for my career. I’ll get smarter, but I won’t become jaded.

➤ Believe the world is on your side If I’m giving a presentation, there’s no substitute for preparation. Then you can relax, knowing you’re passionate and wellinformed about your subject. I also take a moment to connect with everyone in the room, so I feel like it’s a circle of friends, not foes. Breathe, make eye contact and smile to disarm the firing squad in your head. People generally want others to do well and it helps to believe the world is on your side.

➤ “Crack a book” I was raised by a single dad who always exhibited tremendous fortitude – he worked from the age of nine to help feed his family. His advice was always “crack a book”, meaning don’t rely on others to come along and mentor you, go figure it out yourself. That was powerful advice for me as an entrepreneur – instead of hesitating about entering an industry I knew nothing about, I started taking evening classes in jewellerymaking and reading everything I could.